Listen in as Christian Retailing Book Editor DeWayne Hamby discusses Christian fiction trends with three retailers from around the country: Chris Jager, fiction buyer at Baker Book House in Grand Rapids, Mich.; Rachel Savage, manager of the bookstore at Calvary Chapel in Melbourne, Fla.; and Tricia Anderson, buyer for Tree of Life stores in Oregon and Washington.

The initiative encourages American Christians to pray for the nation and "those who have dedicated their lives to being a positive influence on its citizens and the world."

"Through the shared efforts, ideas and ingenuity of Legacy and Dicksons, we can provide better and more personal service to our key retail partners in the Christian retail channel, ensuring a more prosperous future for all concerned," said Timothy Cross, vice president of sales and contracts at Legacy.

The winning books and authors among 73 finalists in 14 categories will be recognized during the ACFW Conference and Awards Banquet, to be held Sept. 17-20 in Denver.

Retailers and suppliers upbeat about 'energy'

Total professional attendance for the event at Denver's Colorado Convention Center, July 12-15, was 1,903, down 20% on last year. The 534 international attendees—from 56 countries—represented a 28% drop on the number for 2008.

CBA declined to disclose how many individual stores were at the show, with President and CEO Bill Anderson saying that the important figure was the people "doing business" at the show. Total attendance and exhibitor personnel figures were not disclosed, as they were in previous years.

While attendees returned home upbeat, questions remain about the future shape and format of what has long been the centerpiece of the Christian product industry's calendar.

Denver participants attributed the buoyant 2009 mood to several factors: generally low expectations coming into the event, a positive attitude from those who were there and changes to the event—including one less exhibition day and a shrinking of the floor that fostered a sense of busyness.

Some expressed the belief that with many suppliers having reduced their booth space this year, the event—which in 1999 saw a total attendance of almost 15,000—had "right-sized" itself after several years of declining numbers.

"Everybody was quoting doom and gloom (before), and instead it was more like boom," said Carlton Garborg, president of Ellie Claire Gift & Paper Expressions, one of many suppliers reporting good business. "We really had a great show. It was very encouraging."

For Anderson, the turnout was something to "feel very good about," especially in the light of other trade shows’ attendance being down as much as 40% because of the economy. "The trade show is a reflection of our industry, which has been going through consolidation and compression," he said.

He credited suppliers for helping draw retailers to Denver with special offers for the show. More than 70 of the more than 250 exhibitors backed the show's "Real Help for Your Business" theme by offering exclusive event specials that could collectively save stores $11,000.

Shirley Norwood, co-owner of Living Water Bookstore in Paris, Texas, for 32 years, was one of those for whom the suppliers' package was "a great help." She and her husband downsized their store by half this year "just to stay alive. The economy has hit us really hard."

The reduced scale of ICRS meant there were no big supplier evening events or receptions as in previous years, with a raft of movie premieres the main offerings. Also notable by their absence were general market buyers who for years have attended ICRS to keep up with what is happening in Christian publishing.

The comparative lack of glitz—with fewer author and artist appearances and signings, too—put more emphasis on business and training, which included the debut of a series of Product Intelligence Tours. Six half-hour presentations offered practical tips on how stores could maximize the potential of their apparel, Bibles, fiction, gift, home entertainment and music categories.

Announcing that ICRS will be in St. Louis, June 27-30, next year, Anderson said discussions were taking place with others about the possibility of some sort of collaborative event in the future.

"What that looks like and how soon is undetermined, because the organizations that we would think to work most closely with also have events and commitments with contracts. So we are working both fronts," he said.

Any new event would "have to make sense not only to the organizations, but (also to) the exhibitors and the attendees. ... One of the great things about hard times is that it drives home the value of looking at things differently," Anderson added.

Mark Kuyper, president of the Evangelical Christian Publishers Association (ECPA), who visited ICRS and found member companies pleased with the "energy" at the show, said the organization was "interested and willing" to talk about possible collaboration.

The ECPA had approached other groups, including CBA, the Gospel Music Association (GMA) and National Religious Broadcasters (NRB), in the early stages of preparing for its Christian Book Expo—held last April—he said, "so we have been looking at collaboration before."

"We are certainly willing to explore it," Kuyper added. "There are obvious benefits and challenges; we just need to see how they work together." GMA and NRB declined to comment.

CBA was not the only one celebrating an anniversary in Denver. Others included Kregel Publications, also 60 years; Dicksons, 65 years; and Abbey Press, 45 years.

Magazine's major new, Internet-based initiative 'on the right track'

Retailers unable to attend this year's ICRS are being given the opportunity to take advantage of some of the specials presented during the event, as part of a major new industry initiative launched by Christian Retailing.

Twenty-four Denver exhibitors are taking part in the first Virtual Christian Retailing Show, which runs July 20-Aug. 31. Within the first couple of days, the virtual show had more than 500 visits.

The exhibitors are presenting products and extending some special offers to buyers online through the magazine's new Internet-based service. The six-week virtual show features Webinar training for stores, author and artist release parties and a new social networking forum through which retailers and suppliers can connect for fellowship, encouragement and business.

"It's no secret that the place of trade shows in our industry has been changing in recent years," said Christian Retailing Publisher Dave Condiff. "Suppliers and retailers alike are having to consider the cost of attending such events, but they still have a need to connect—and we want to help provide that opportunity."

The virtual show has been developed following a pilot program after The Gathering 2009, sponsored by the magazine in January. Eighty vendors recorded 60-second booth presentations at the Jan. 7-9 event, which were then posted online and viewed more than 5,200 times by more than 750 different visiting stores.

"The results confirmed for us that this was a great method for helping bring suppliers and stores together," Condiff said. "We believe that this is an innovative and cost-effective way forward for everyone."

Bill White, director of sales for NOTW (Not of This World) apparel, said the virtual show was "a very cool idea." "For its cost, it looks like a very good value," he said. "I'm excited about exploring it."

David Lingner—president of the apparel company Christian Outdoorsman, which did not exhibit at ICRS—said the virtual show was "on the right track."

"People can't afford to take the time or money to travel," he said. "Why should they when you can bring the show to them via the World Wide Web?"

Further virtual shows will follow the ICRS one, spotlighting seasonal and other special-focus selling opportunities. Stores will be able to access the information 24/7 at vcrs.christianretailing.com.

'Whole atmosphere' of show 'very positive' for suppliers and retailers

Although attendance was significantly down and the exhibit floor shrunk from last year, positive sales reports and an upbeat mood were the common verdict of suppliers, distributors and retailers at the show.

Mardel Christian & Education President Jason Green, a CBA board member, said: "It was a great show for us" and that it "exceeded expectations."

Joanna Price, director of marketing and promotions for New Day Christian Distributors, added: "We did fantastic. This is the best show we've had in years."

Price noted that the new VeggieTales Crocs shoe was "the biggest hit of the show for us." "We doubled our orders from ICRS in Orlando, Fla.," she added. "This was like Christmas in July."

Bob Taylor, CEO of Things Not Seen Clothing & Accessories, said the convention was "phenomenal." "I'm just blown away by how well we did in sales," said Taylor, who decided to exhibit at the last minute. "I'll definitely be in St. Louis for the next show. I can't wait."

Standard Publishing President Larry Carpenter said the company was "much more busy than last year," adding: "We've had tons of international business and interest."

Carpenter attributed the upswing in sales to a number of factors, including Standard's author event during the show that drew 250 retailers.

"We had so many retailers say that 'we appreciate you doing this because so many publishers were cutting back,' " said Carpenter, noting that Standard also received a boost from releasing new trade titles. "The retailers were rewarding us for giving them a good time."

David Lewis—director of sales and marketing for Baker Publishing Group, which had reduced its booth space by a third—said the traffic was better than expected.

"The mood was 200% better than expected," he said. "People were optimistic talking about the future. The whole atmosphere of the show was very positive, though that doesn't mean we will be going back to a bigger booth (next year).

"The low expectations helped make it seem so positive for sure," Lewis added. "We wrote some business but that's not been the main reason we come to the show for a long time."

First-time ICRS attendee Annette Rajskup said she placed a number of orders. "There's a lot to take in, but it's digestible," Rajskup, who started Hanford Bible and Gifts in Hanford, Calif., with her mother in December 2007, said. "I'll definitely go to the next one.

"If I have to, I'll close the store to be able to come," she added. "We are not in this battle alone."